Content StrategyPut the customer first and verbalize the new McAfee band. The content plan required rewriting all forms of communication to conform to the new core values and voice — be direct, professional, and authoritative. Content plan focused on surfacing the key benefits of the product or service, use of real-world situations to connect the customer with the solution, reduction in the use of technical jargon and acronyms, and removal of all hyperbole. Overall word count was vastly reduced across the website, sales, and marketing literature.

Final stage of the content strategy included brand training sessions with product marketing managers, completions of editorial and voice guidelines, revisions to the creative brief template to keep editorial objectives in mind, and agency training.

ResultsImmediate lift in site traffic and positive feedback from the customers. The CMO was delighted by our prompt and powerful delivery. We were able to rebrand McAfee, launch the redesigned website, rewrite all forms of marketing communication — in less than 8 months.

Blue Shield of California

ChallengeThe Affordable Care Act will transform how millions of Californians purchase their health plans. How will we differentiate Blue Shield of California to prospective customers? How do clearly communicate potential rate increases and overall benefits to existing customers?

Audit and AssessmentIntegrated marketing campaigns, site analytics, and customer feedback were evaluated. Over a two-year period, customers visited a mere 10% of the existing 230 pages and did not download any of the 30+ informational PDFs. Several email marketing campaigns successfully drove traffic to health-reform pages, however, the traffic lasted for only a few days. Content was irrefutably stale.

Content StrategyBack to basics: less is more. Current and prospective customers, employers, as well as producers selling health plans, all wanted the same thing — a simple, high-level overview of what to expect in 2014— the benefits for each segment plus transparency around any rising costs. Workshops with key stakeholders narrowed down the content options. Options were validated with paper prototypes in small groups defined by audience.

The content plan stripped away almost 90% of the redundant content. Customers seeking a deeper understanding were redirected to federal or state websites. “ACA and Future Rates” page was added to elegantly summarize the benefits to all Californians, with a clear explanation as to why there might be rate increases.

ResultsBlue Shield of California considered the initial rollout a success with a 130% increase in conversion rates. The revised content strategy clearly outlined regulatory changes and benefits to the customers at the same time fulfilling the mission and values of Blue Shield of California.

No-Nonsense Approach

Groundwork Strategy & Design is a no-nonsense user experience and content strategy service dedicated to helping small- to mid-size businesses align their websites – and all business communication – to business goals.
Our mission is to accelerate your business growth and increase your revenue.